By Glenn S. Demby, Esq.
No league relies more heavily on star power than the NBA. From Bird and Magic to Michael Jordan, Kobe Bryant and current golden boy and reigning MVP Stephen Curry, charismatic superstars own not just the hardwood but the store shelves.
The Fashion Factor
The NBA has been called the world’s most fashionable and fashion-conscious sports league. Stephon Marbury, Dwyane Wade, Kevin Durant, Amar’e Stoudemire and Russell Westbrook are among the NBA stars with their own fashion labels. Players like the Knicks’ Carmelo Anthony and Cleveland’s LeBron James have built or are building empires across multiple product categories encompassing just about everything from snow tires to digital entertainment. In 2015, James and his company, SpringHill Entertainment, partnered with Warner Bros. for “an unprecedented agreement spanning all areas of content creation,” including projects for television, film and original digital content.
Jordan Still Rules
The greatest of not only NBA but arguably all sports stars remains Michael Jordan. Although he retired in 2003, His Air-ness continues to reign supreme. Forbes reports that one of every two basketball shoes sold carries the Jordan brand and that Jordan makes at least $75 million per year from his Nike deal even though it’s been 12 years since he laced them up for real.
Jordan was also among the first sports stars to build his own brand. In 2015, his iconic Air Jordan brand turned 30. To commemorate the anniversary, the NBA teamed with Jordan Brand and Warner Bros. Consumer Products Nike’s to revive the vintage Hare Jordan brand.
As if to drive home the point that, even in retirement, Michael Jordan still rules, 2K put Jordan on the cover of its Special Edition “NBA 2K16” video game and furnished Jordan posters, t-shirts and Fatheads for pre-orders.
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